Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Sunday, February 24, 2013

Alteco Super glue – Super enough to hold a bridge together!

This clever outdoor advertisment demonstrates ‘The
Extreme Situation Template’, as the situation portrayed is of an unrealistic
nature, thus enhancing the key attributes of the product (Goldenberg,
Mazursky & Solomon, 1999). A 28-meter long Alteco Super glue
model was built and stuck on a connector of a cable bridge in China. This was
done to show that this super glue performs beyond the limits of any other super
glue, and exaggerates that it is so powerful that it can hold a bridge
together. Although it is unrealistic, it successfully emphasizes the key
feature of the product.

This campaign was a huge success, and the huge
outdoor model had drawn attention to different media. Once the product was
launched it exceeded the expected sales target by 120%. The brand awareness and
recall of “Alteco Super glue” also rose to 96%. Donthu, Cherian and Bhargava
(1993) conducted a study testing the influence and effectiveness of outdoor
advertising. Research found that viewers, who pay attention to outdoor
advertisements, have a positive attitude towards advertising and are more
likely to have higher recall rate towards the advert.